IPA Publishes Real Time Bidding Best Practice Principles

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Five point guide aims to address privacy concerns in programmatic RTB spaces
IPA Publishes Real Time Bidding Best Practice Principles

The IPA has today (8th June) published its Real Time Bidding (RTB) best practice principles, a five-point guide to help agencies address privacy concerns when operating on behalf of clients in the programmatic RTB space.

Written in response to the ICO’s Update Report into AdTech and Real Time Bidding, and in dialogue with the ICO, the best practice principles look at how agencies can work with clients to better protect the privacy rights of individuals in what is a high-tech, complex area of our industry. 

The five principles cover:

  1. Educating and assisting clients with their compliance and accountability.

  2. Security and conducting robust due diligence over the direct RTB supply chain.

  3. Undertaking and assisting with RTB Data Protection Impact Assessments (DPIAs).

  4. Supporting data minimisation and proportionate data usage when undertaking RTB.

  5. Considering the lawful basis for processing.


Says Richard Lindsay, IPA director of Legal and Public Affairs: “The IPA is asking all agencies engaged in RTB on behalf of their clients to adhere to these Best Practice Principles in order to help build trust and confidence in the industry through the responsible treatment of people’s data.”

The Real Time Bidding best practice principles are available for IPA members to download from the IPA website.


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